Case: Upsell @ Thomas Cook • Existing situation: • Sales of upsell depending on pro-activeness of travel agent • Sales of upsell depending on workload call-center • Upsell sales not always the highest priority • Bottom line: we leave money on the table • Business goal: improve revenu on upsell services • Business request: can we work out our scenario that runs with little or no human intervention?
Case: Upsell @ Thomas Cook • Development of complex upsell campaign for Neckermann • Automated campaign that targets Neckermann bookers • Email dynamically filled depending on: • Type of holiday (flight and hotel, flight only, SMH, LMH) • Time of booking (vroegboeking, last minute) • Time of departure (some offer should not be offered) • Departure and arrival airport • Duration of the holiday Maximum 8 mails • Kids / No Kids if timeframe allows , • Car / No Car Each time filled • Seat in airplane differently • Type of meal depending on • Language & Gender of the receiver parameters
Case: Upsell @ Thomas Cook • What we did: • Use bookings info and CRM info via Salesforce to Selligent to select the matching target audience and create dynamic segments • Create SIM article database that contains content information in two languages (text, images, url, price information) • Build in checks for opt-in, timings • Create stored procedure so campaign can run daily • Set up automated reporting • Who did it: consultant (briefing, as is analysis), Campaign developer (campaign flow, mail template), SIM developer (database, stored procedures), Graphic designer (icons and images) and very important… …a smart pro-active customer !
Case: Upsell @ Thomas Cook Results: Substantial revenu is generated through the campaign Human intervention is limited to changing content whenever upsell services, destinations or prices change Upsell campaign expanded to other TC-brands and types (ski holidays)
Conclusion Get the most out of your data Create smart campaigns for: Upsell or cross-selling Save money Event management increase efficiency improve customer Lead management experience Improve business processes Frontoffice Customer profile completion / correctness …